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Posts Tagged ‘Outbrain’

How Does Content Marketing Relate to PR, Again?

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Tired of this question already? Get used to it—sponsored content and brand journalism and content marketing are here to stay (not that they’re really anything new).

Thanks to The Guardian‘s latest conversation (sponsored by Outbrain) on the relationship between PR and whatever you want to call that other thing, we have some helpful quotes!

From Justin Pearse, head of marketing at Bite:

“Using great content to tell brand stories has always been with us…The problem [with new content distribution channels] though is it’s these technologies that have also led to a flood of content pollution online, as brands create content for algorithms, not people.”

From Jeff Pyat, head of global PR at Outbrain:

“PR firms need to have a strong understanding of all the distribution channels available to them…If PR owns the content, the industry will be well positioned for the future.”

From Jo Sheldon, executive director at Edelman:

“It has to be signposted so that consumers know who’s funding it and can make their own judgements. If it’s great content, relevant and in the right place they’ll enjoy it—paid or earned.”

Does that clear things up?

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More Brands Paying to Distribute Earned Media Mentions

Here’s another story about how PR and marketing should be best friends: more brands are spending money to bring attention to unpaid media mentions.

Edelman’s Steve Rubel tells Digiday that more and more marketers are working to “making sure the press coverage you’ve already earned works harder” by pairing with networks like Twitter or “you might also like” content recommendation services like Outbrain to push more traffic toward those media mentions earned by sheer luck, quality products or…hard-working, press-savvy PR teams. (You knew we’d get there.)

The advantage to this approach, of course, is that earned media will always be more valuable than paid. But the ROI is a more difficult to measure for retailers, who have trouble drawing a line between clicks on third-party posts and subsequent sales.

Most of the content distributed by brands is still created by and for the brands themselves, but according to the original post this third-party distribution trend has begun to pick up. We’re most intrigued by news sources like CNET allowing brands to score paid placement of product reviews on their homepages.

Now who specializes in both scoring and finding earned media mentions? PR! Can we expect to begin working more directly with marketers on related third-party content projects?

Roll Call: LIVESTRONG, Shout! Factory, Outbrain and More

The LIVESTRONG Foundation announced the appointments of Robyn Burchfiel as vice president of major gifts and Cameron Krier as director of government relations. Burchfiel comes to the Foundation with a wide range of experience in major gift fundraising and corporate management from her previous roles as director of gift and estate planning and director of leadership gifts at Southwestern University in Georgetown, Texas. Krier’s expertise in governmental affairs comes from a career devoted to public service. As vice president for federal affairs, advocacy and public policy for the Texas Hospital Association, she specialized in leading the development and implementation of federal legislative strategy for more than 450 members. (Release)

Jeffrey Thompson has been named vice president of digital strategy and business development at Shout! Factory. He had been VP of digital strategy and business development at Conde Nast. In the newly created role, Thompson will lead development of digital strategies and digital video partnerships to continue growing Shout! Factory’s cross-platform initiatives that leverage its content curation abilities. He reports to company co-founder and president Garson Foos. (THR)

Kate Solinsky was named senior director of brands and agencies at online content discovery platform Outbrain Inc. She had previously been account director at Time Inc. (Revolving Door)

Russell Peck, campaign manager for North Carolina’s newly elected Governor Pat McCrory, joins Mercury Public Affairs as a senior vice president. Peck expands Mercury’s network in the South, opening a new office for the firm in Raleigh, NC. Prior to his work with the McCrory campaign, Russell served as the executive director of the North Carolina Republican Party. Mercury is a part of Omnicom Group Inc. (UnderTheDome)